IJSRP, Volume 6, Issue 7, July 2016 Edition [ISSN 2250-3153]
Denda Rinaldi Hadinata, Muhammad Syamsun, Abdul Basith
Basically, a market leader is the first brand being launched (the pioneer brand). However, there come up some new brands following those pioneer brands with the same product categories. The pioneer brands must attempt to maintain their position to compete with the following brands because they will always attempt to be the market leader. In the competition among pioneer brands and following brands, the pioneer brands have a better quality compared to the following brands which are having chances to be more easily remembered, aware, and chosen. The brands analyzed in this study were Sariwangi and Sosro. Sariwangi is the pioneer brand, but in fact the consumers are still choosing other tea bags. The objective of this research is to reveal the influence of brand awareness and image toward the status of pioneer brand and consumers’ interest. The sampling technique used 100 respondents. The data were analyzed using SEM and SMARTPLS. Based on the hypotheses test, it is revealed that (1) brand awareness has a positive influence toward brand image with T-statistic 35.932 for Sariwangi and 18.519 for Sosro, (2) brand image has positive influence toward pioneer brand with T-statistic 7.671 for Sariwangi and 4.244 for Sosro, (3) brand awareness has a positive influence toward pioneer brand with T-statistic 3.644 for Sariwangi and 2.785 for Sosro, (4) brand awareness has a positive influence toward consumers’ interest with T-statistic 2.766 for Sariwangi and 3.868 for Sosro, (5) pioneer brand has a positive influence toward consumers’ interest with T-statistic 5,636 for Sariwangi and 6.074 for Sosro, and (6) brand image has no positive influence toward consumers’ interest with T-statistic 1.929 for Sariwangi and 0.549 for Sosro. Therefore, it is concluded that Sariwangi and Sosro have the same SEM structure.